Advertising Agency.pptx

Advertising Agency广告公司Structural1ConceptionSentences32ContentsStructuralAdvertising Agencyin-house agency专属广告公司specialized service agenciesFull-service Agencies综合性广告公司专业服务公司Interactive AgenciesMedia buying serviceCreative Boutique创意服务公司媒介购买服务互动式广告公司ConceptionAdvertising AgencyDefined by American Association of Advertising Agencies(AAAA)，an advertising agency is an independent organization of creative people and business people that specialize in developing and preparing marketing and advertising plans，advertisements，and other promotional tools.Agency purchases advertising places and time in various media on behalf of its clients to find customers for their goods and services.广告公司根据美国广告公司协会定义，一个广告公司是一个独立的组织，由创意的人和业务的人组成，他们专攻研制和准备市场和广告计划，广告，或者其他促销工具。为了客户的产品和服务找到消费者，广告公司代表他的客户在不同的媒介中购买版面和时段。A full-service agency offers its clients a full range of marketing communications，and promotion services，including planning，creating，and producing ads ; performing research ;and selecting media.It may also offer nonadvertising services such as strategic market planning;sales promotion，directmarketing，and interactive capabilities;package design;and public relations and publicity.Some full-service agencies also offer a global reach to the client.Full-service Agencies一个综合性广告公司给他的客户提供市场、沟通和促销服务的一个系列，包括计划、创意和制作广告，完成调查，选择媒体。综合性广告公司也可以提供非广告服务，如战略营销计划，促销，直销，互动能力，包装设计，公关和宣传。一些综合性广告公司也提供客户全球性的接触。一个创意服务公司只提供创意服务。当要内部地维持其他功能时，客户可以选择这类外部承制商来节省广告费用。当综合性广告公司很忙或想要避免增加工资册上全职员工的数量时，他们通常分包工作给创意服务公司。Creative BoutiqueA creative boutique provides only creative services.The client may seek such kind of outside supplier to save advertising cost while maintaining the other functions internally. Full-service agencies often subcontract work to creative boutiques when they are busy or want to avoid adding full-time employees to their payrolls .Media buying serviceA Media buying service is an independent organization that specializes in selecting media to fit the advertisers strategy，and buying the specific tim